Our Second Edition Focuses on the Strategy Behind the Tactics
There is no denying that social media is changing the way companies communicate in the pursuit of brand building and commerce. Social media is continuously evolving, and staying abreast of its impact and potential is critical to the success of your business.
MarketingSherpa's 2nd edition of the Social Media Marketing Benchmark Report comes at a critical point in the emergence of social media marketing as it evolves from a tactical approach to a more strategically-focused practice. To achieve social media success, marketers need to graduate from tactical novice to strategic practitioner. This benchmark report provides the blueprint for achieving this goal.
The benchmark report data, derived from 2,317 marketing experts with a wide range of expertise, provides powerful charts and insights to help B2B and B2C marketers assess what works (and what doesn't) in social media marketing. It also defines a practical method for mapping an effective blueprint for social marketing success.
Sherpa's Social Marketing ROAD Map and Maturity Model
Lacking an effective social marketing strategy presents a significant challenge to marketers. Without a clear strategy, success is rarely achieved, as tactical-based approaches can lead to inconsistent communication and execution. Many organizations have jumped into social media by starting a blog, or a Facebook, LinkedIn or Twitter account, without first plotting a course to achievable objectives.
To guide marketers through this challenge, MarketingSherpa created the Social Marketing ROAD Map, a practical method for developing an effective social media strategy.
The Social Marketing ROAD Map consists of these four elements:
Research - Gathering intelligence on target audiences, social use and competition
Objectives - Defining objectives aligned with target audiences and social metrics
Actions - Creating a social marketing strategy with a definitive plan of action
Devices - Deploying social platforms based on audience, objectives and strategy
Introduced in conjunction with our ROAD Map, the Social Marketing Maturity Model determines how far an organization has progressed in the systematic use of each ROAD Map element. It measures social media in three phases:
Phase I: Trial - no process is used and social platforms are implemented first
Phase II : Transition - an informal process is used and randomly performed
Phase III: Strategic - a formal process is used and routinely performed
Sergio Balegno Gives an Overview of the Social Media Marketing Benchmark Report
2010 Social Media Marketing Benchmark Report Content Summary
Chapter 1: The State of Social Media Marketing (p. 11-29)
Chapter 2: Social Marketing Budgets and Financial Metrics (p. 30-54)
Chapter 3: Social Marketing Maturity and the Social Marketing ROAD Map (p. 55-69)
Chapter 4: ROAD Map - Research (p. 70-85)
Chapter 5: ROAD Map - Objectives (p. 86-95)
Chapter 6: ROAD Map - Actions (p. 96-135)
Chapter 7: ROAD Map - Devices (p. 136-153)
Chapter 8: Social Media Friends, Followers and Max Connectors (p. 154-167)
Chapter 9: Social Sharing Extends Email Reach Beyond Subscribers (p. 168-180)
Chapter 10: Social Media Helps Drive Search Engine Optimization Success (p. 181-185)
Chapter 11: Regulating Employee Use of Social Media for Marketing Purposes (p. 186-195)
Chapter 12: The Agency Perspective on Social Media Marketing (p. 196-207)
Chapter 13: Social Media Content and the IT Investment Decision (p. 208-220)
Chapter 14: Social Consumption for Business and Personal Use (p. 221-234)
What Others Have Said about Social Media Marketing Benchmark Report
"Having read the first Social Media Benchmark Guide by Sherpa's researchers last year, I did not know how they could improve upon it. But, they did. And, did it well. The 2010 edition of this important reference has further development of MarketingSherpa's ROAD Map methodology for social marketing maturity, and it provides a practical perspective on how businesses can make their social efforts effective."
Jeanne Hopkins, Director of Marketing, HubSpot
"I understand many companies are still feeling tight budgets but I have to say, you probably can’t afford NOT to get this guide."
Lee Odden, TopRank Online Marketing
"As MarketingSherpa observes, "2010 is the year where social media marketers gain the experience required to advance from novice to competent practitioner capable of achieving social marketing objectives and proving ROI." It’s a powerful prediction and it’s one that I also believe. This is your year to excel, teach, and create your own destiny.
To document the evolution in maturation of new media marketing, MarketingSherpa published its 2010 Social Media Marketing Benchmark Report."
Brian Solis, Principal, FutureWorks
"I thought the report was great. The most important insight to me was the finding that the biggest barrier to social media is "lack of knowledgeable staff." I'm encountering that exact situation with a major client now and it helped me figure out where the difficulties moving forward would be."
Karen Gedney, Creative Consultant and Copywriter, Karen Gedney Communications
"Social Media Marketing Benchmark Report is a great educational tool when working with of our clients or in new business pitches. We have an interactive practice group within the company - so staying cutting edge is critical."
Sharon Goldmacher, President, Communications21
"For me, the specific case-studies are what are most valuable. Those really help with understanding real-world possibilities and ideas for practical implementation."
John Schwartz, Project Manager, 5Q Communications
Praised by The Economist, Harvard Business School's Working Knowledge Site, and Entrepreneur.com, MarketingSherpa is a research firm publishing benchmark data and how-to guidance for marketing professionals.
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